Introduction
Public Relations is the premeditated, planned and continued effort to establish and maintain mutual understanding between an organization and its public subjects. Vogue being a highly profitable global brand has got its presence in nearly all the major cities of the world. While being a global brand is highly profitable to the firm, it is also highly fragile due to the sheer scale of the cultures it transverses. Fashion is highly hinged on prestige and customers therefore like to associate with brands that are most reputable. Being such a fragile industry, competition does not only rest at the product quality or pricing, but also on the image portrayed associated with the brand.
Question 1
Vogue as a leading brand in the fashion industry has put in place elaborate public relations strategies as listed below.
- Fashion for cause initiative, as shown by the statement ‘’proceeds from Vogue initiatives shall go to Habitat for Humanity’s Women India BUILDS program. This statement encourages the spending by prospective customers on luxurious fashion items while engaging in a worthwhile community initiative.
- The utilization worldwide known and adored models to grace the events. By utilization of agreeable personalities, the organizers achieve the goal of attracting people to the events in order to interact with them at closer quarters thus while participating at the activities on offer.
Question 2
A majority of the biggest brands in the fashion industry are featured in the vogue fashion night out. These range from Louis Vuitton, Armani, and many others. These firms use varied methods to engage their customers.
- Building of websites. Websites are a great place to find information on a brand or firm of your interest. These firms have well managed and updated websites that provide their clients on new products and marketing information.
- Provide valuable content for free. This is achieved by organizing competitions and promotions where customers are rewarded with free merchandise. This helps the customers gain recognition of the brand and loyalty to it.
- Through advertisements in mainstream media such as radio television and daily papers. These help in maintaining the brand in the fore thought of the target customers. By creating that urge to be involved in the brand, customers subconsciously relate with the product they are most familiar with.
Question 3
The most effective mode employed was the utilization of mainstream media. Mainstream media has got the advantage of advertising to a wide crowd that has no present interest in the product but would consider the most familiar product in case they chose to spend towards such a product. Mainstream media also acts as the perfect platform for customer’s interest being stoked in the product. They then offer the various other avenues where the keen customers can visit for detailed information on the product.
Question 4
The targeted markets of these firms are small and concentrated in the various locations worldwide. They target the largest cities of the world. This is mainly to sell to the mainly affluent people who live there. It is difficult to sell these products in developing markets and impoverished nations as their population would not afford to buy luxurious commodities due to their constricted spending potential.
- In the age of potential customers, these would have to be the young adults between ages 25-35 who would buy these items in large numbers. This is due to the affluence that comes with beginning to work and the need to reward themselves for their work. After 35 years personal responsibilities increase and available surplus income becomes scarce, hence this group spends lesser on ostentatious items.
- People of Caucasian descent are more inclined to the refined items in life due to their generally affluent state and an advanced culture bent on class and items associated with being of a certain social class.
- Female customers tend to be more targeted by the fashion industry due to the tendency of women and girls being extra keen with their appearance than their male counterparts.
